3M Scotch-Brite®

Brand Strategy, Visual Strategy and Innovation Concepts

Scotch-Brite® was starting to see changes in the sponge aisle and partnered with Ultra to modernize the brand’s visual strategy. We first refreshed their brand architecture with a focus on their core value, brand beliefs and brand purpose. In articulating the north start of the brand, we then identified their brand persona, tone of voice and wrote their brand manifesto. Equally important was establishing a new visual strategy for the brand, to break through at shelf and online. The visual strategy included photography style, color palette, sponge design innovation concepts, campaign and package design concepts. The work culminated in a brand book outlining the significant changes underfoot for the brand and how to execute in market.